New research by The Chartered Institute of Public Relations (CIPR), shows the new generation is turning away from careers in PR and communications due to restricted access to work experience and professional connections in the field.

Ahead of the Employer Brand Management Awards, Dawson Walker's Katie Drake speaks to Rebecca Pardon about their shortlisted work with Coca-Cola HBC. The team created an immersive, interactive launch for 500 senior leaders, blending film, hands-on challenges and a pledge wall, to turn awareness into genuine brand ownership. Interviews for the Employer Brand Management Awards produced by Kinura.